Goldman Sachs Perception Appears Stung By Campaign-Related Issues

A combination of vitriolic Democratic debate over Wall Street speaking fees and donations, a $5 billion settlement dating back to the financial crisis of 2007-2008, and news breaking about candidate Ted Cruz not reporting a campaign loan from four years ago all appear to have worsened Goldman Sachs’ already negative consumer perception levels in the past four weeks.

Goldman Sachs is now at its lowest consumer perception point since December 2013.

To measure perception for Goldman Sachs, YouGov BrandIndex used its Buzz score, which asks respondents: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

A score can range from 100 to -100 with a zero score equaling a neutral position.

Goldman Sachs dropped from a -6 Buzz score in mid-January – pretty much where it has been lodged since last August – to a current score of -12.

During that period:

Goldman Sachs agreed to a civil settlement of up to $5 billion with federal prosecutors and regulators to resolve claims stemming from the marketing and selling of faulty mortgage securities to investors.

The NY Times revealed Ted Cruz did not disclose a loan the bank made to them to fund his run for the Senate in 2012.

Hillary Clinton and Bernie Sanders volleyed accusations of accepting money from the bank for speaking engagements or indirect donations.